Bozell N.Y. Gives Bouchez Top Creative Job

Bozell Worldwide has recruited Brent Bouchez, the former president of M&C Saatchi, to serve as the executive creative director of its New York office.
Bouchez, who starts in his new post today, will partner with Tom Bernardin, president of New York operations. Bernardin joined the office last year after playing a key role on the Chrysler account at the agency’s Southfield, Mich., office.
The move was driven by chief executive David Bell’s desire to set up his New York management team for the future while allowing Jay Schulberg, 59, to focus on his worldwide chief creative officer role. Schulberg will relinquish his New York duties to Bouchez.
“In the last several years, both jobs have expanded enormously and I was getting pulled from pillar to post,” said Schulberg.
At press time, Bozell’s clients were being briefed on Bouchez’s hire. Staffers at the agency will hear about the move today.
Bouchez’s appointment comes after several years of speculation about the agency’s succession plan for Schulberg in New York. Schulberg has held the post since 1987, when he came from Ogilvy & Mather.
Bouchez joins the $700 million office at an interesting time. The agency is hoping to rebound from the loss of its $70 million Merrill Lynch account. Last week, the New York office was selected along with Lowe & Partners/SMS here as one of two finalists in the review for BankAmerica’s consolidated $80-100 million account.
Bozell’s New York clients include Bristol-Myers Squibb, Bausch & Lomb and Unisys. Under Schulberg’s leadership, the agency crafted the long-running “Milk Mustache” campaign for the National Fluid Milk Processor Promotion Board.
Bouchez and his partner, David Page, were hired by M&C Saatchi in October 1996 to strengthen the New York office of the London-based agency. Page joined Ogilvy & Mather last week in the post of executive creative director [See story, page 8].